No, no, probably I wasn't clear. That guy didn't cheat at all. CZ is a created diamond, it is a laboratory-grown simulant. It is a beautiful, highly reflective stone, as you say. But most of the people don't know that. They see CZ jewelry and don't know what CZ really is. The guy just manipulated the terms. 'Diamond' even 'created diamond' sounds better than CZ. He was much more succesfull than his competitors selling the same items. There are also different qualities of created diamonds, but that's a different story.
About eBay.. eBay can be a good place to sell, it can be a good place to buy, if you use your common sense. It was created with intention to become a place to get a good deal. I remember I saw it somewhere in eBay policies, not exactly this phrase but the meaning is the same. Buyers looking for a great deal, sellers looking to make a profit. It's an unfavorable situation for sellers. I admit it's hard to sell on Ebay. That's why some sellers cheat or use tricks such as one described above. However, from my opinion, Ebay has a good protection for buyers, they are even more protected than sellers. Or may be I think so because I am a seller : ) Buyers can return items if they don't like it. Like many other eBay policies this is open for abuse. I had some cases when buyers tried to return used or damaged items. I can talk about eBay a lot but it's getting too long. It you are curious here is my store at eBay
http://stores.ebay.com/Gem-Fashion-Jewelry This is not advertising : ) There are some cute items there.